Trade show season is once again upon us and the way it stands, it might return to some semblance of normal. According to the recent Northstar Meetings Group survey, 81% of event planners will hold their next in-person event sometime this year. 

Have you ever thought about integrating automation into your trade show marketing strategy? The automation industry is expected to grow more than 10% in 2021. More and more companies are identifying marketing automation as a timesaver and a lead generator. As you’re gearing up for this year’s trade shows, consider adding automation to your toolbox. 

Here are some ways your company can benefit!

Automation simplifies appointment scheduling

When you automate appointment booking, it’s easy for guests to schedule demos and one-on-one meetings before your show with no extra effort on your part. Guests will love the VIP treatment and the personal interaction with your company. Plus, it allows you to focus on preparing your booth, your content and your presentation without worrying about time-consuming back and forth correspondences to set up appointments. You don’t normally set up appointments beforehand? Well, now you can! 

Automation helps generate excitement about your show

Pre-show correspondence is a great way to generate a buzz over your upcoming show but it can take a lot of time and effort. Let automation do the heavy lifting and automate a pre-show drip campaign that teaches prospects more about your brand, including your team, your culture, your mission and your products and services. Include valuable content and maybe even something downloadable that addresses your prospects’ pain points. And don’t forget a teaser about your upcoming trade show presentation! This pre-show messaging will increase foot traffic at your booth and grow your leads.  

Automation helps you deliver valuable content after your show

When guests stop by your booth, offer them a downloadable e-book, virtual product demo they can take back to their team or another piece of compelling and valuable content in exchange for basic contact info. Then follow up with guests via text or email. Thank them for stopping by your booth and continue the conversation about what needs they have and how your product or service can help. 

Automation makes it easy to nurture your leads

After your show, sort your new leads into “warm” and “cool” leads. Reach out to warm leads and thank them for attending the show. Discuss how you can partner with them to solve their problems and accomplish their goals. For your cool leads, create a lead nurture campaign that provides value by answering FAQs and addressing common pain points, inviting prospects to reach out to learn more. 

Add marketing automation to your toolbox and yield a greater return on your trade show investment! If you’d like to learn more, reach out to us at 800.886.0634 or check out one of our automation success stories here


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